移动用户忠诚度影响因素实证分析

在现有研究成果的基础上提出了一个顾客忠诚模型,并使用PLS路径方法对模型进行验证,数据采集于江苏移动的7000位消费者。研究结果表明:企业形象和顾客信任较其它因素对顾客忠诚的形成更为重要;企业形象对顾客忠诚的间接影响较大,其间接路径是企业形象→顾客期望→感知质量→感知价值→顾客满意→顾客信任→顾客忠诚;模型中6个内生隐变量R2的平均值高达0.6。综合考虑:该顾客忠诚模型的PLS路经分析结果可靠有效,对企业具有重要的管理意义。

An Empirical Research on Determinants of Mobile Phone Customer Loyalty

Customer loyalty model is put forward on the basis of the existing related research results,and it is validated by PLS path method,for which data is collected from 7000 consumers of Jiangsu Mobile.The findings include that company image and customer trust is more important than other factors on the formation of customer loyalty;the indirect impact of company image on customer loyalty is relatively strong,involving an indirect path:company image→custom- er expectation→perceived quality→perceived value→customer satisfaction→customer trust→customer loyalty;the average R2 of six endogenous latent variables in the model is 0.6.It is assumed that the estimated results of the model by PLS proves valid and reliable in guiding enterprise management.